Chromebooks have the potential to really shake up the laptop market and offer consumers a much cheaper alternative to mobile computing.
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Introduction
Definition
Abbreviations
Executive Summary
The market
Volume
Figure 1: UK combined desktop and laptop computer market size, by volume, 2009 -19
Value
Figure 2: UK combined desktop and laptop computer market size, by value, 2009-19
Market share
Lenovo continues its rise to jump into third position
Figure 3: Estimated shares of the UK desktop and laptop market, by volume, 2012 and 2013
Market drivers
Ultrabooks and hybrids attempt to offset declining PC market
Figure 4: Worldwide device shipments, by segment, 2012 - 15
Windows 8.1 introduced to solve Windows 8 issues
New processors from Intel, Nvidia and AMD to improve laptop and Ultrabook performance
The consumer
Tablet ownership to surpass desktops in 2015
Figure 5: Household ownership of computers, April 2013 - June 2014
New form factors stimulating interest in laptops
Figure 6: Types of computers that consumers are interested in purchasing in the next 12 months, June 2014
Nine out of ten PC owners still use Windows at home
Figure 7: Operating system used on desktop and laptop PCs, June 2014
Only a quarter of Windows users have upgraded to 8/8.1
Figure 8: Version of Windows operating system used, June 2014
More than half of Windows users happy with their current version
Figure 9: Attitudes towards the Windows operating system, June 2014
Only one in five understands Chromebook’s point of difference
Figure 10: Consumer awareness of Chromebooks, June 2014
Almost a third interested in buying a Chromebook
Figure 11: Interest in buying Chromebooks, among those who have heard of Chromebooks previously, June 2014
Figure 12: Interest in buying Chromebooks, among those who have not heard of Chromebooks previously, June 2014
Reliance on an internet connection the main barrier to purchase
Figure 13: Barriers to buying Chromebooks, June 2014
Bigger and sharper displays more important for desktop users
Figure 14: Factors that would be of most importance to consumers when purchasing a new desktop/laptop computer, June 2014
What we think
Issues and Insights
How can Microsoft and computer manufacturers encourage users to upgrade to a new computer with the latest Windows operating system?
The facts
The implications
How should Chromebook manufacturers encourage consumers to consider purchasing a Chromebook?
The facts
The implications
Trend Application
Trend: The Nouveau Poor
Trend: Return to the Experts
Mintel Futures: Access Anything Anywhere
Market Drivers
Key points
Tablet ownership continues to rise and demand remains strong
Figure 15: Household tablet ownership and plans on buying/upgrading a tablet in the next three months, by age, April 2013 – April 2014
Ultrabooks and hybrids attempt to offset declining PC market
Figure 16: Worldwide device shipments, by segment, 2012 - 15
New processors from Intel, Nvidia and AMD to improve laptop and Ultrabook performance
Windows 8.1 introduced to solve Windows 8 issues
Figure 17: Top five operating systems in the UK, by usage, January 2010 – Ma y 2014
Growth in Chrome OS products
Sony leaves the PC market
Online reviews are influential in laptop and desktop PC purchases
Figure 18: Factors that influence the purchase of consumer laptop/desktop PCs, April 2014
Who’s Innovating?
Key points
Asus introduces 3-in-1 hybrid
Figure 19: Asus Transformer Book V hybrid laptop, launching in Q4 2014
Manufacturers pushing for even thinner laptops
Dell driving wireless technology development
Apek launches the MaxPad; the world’s first Windows 8.1 touchscreen TV
Market Size, Segmentation and Forecast
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